RIJBFA Volume 2, Issue 8(Aug 2013) ISSN: 2277- 100X Journal of Radix International Educational and Research Consortium 1 | Page www.rierc.org M-BANKING SERVICES: AWARENESS AND PERCEPTION STUDY OF SELECTED CITIES OF GUJARAT Dr. Mamta Brahmbhatt, Associate Professor National Institute of Cooperative Management (Now known as Shri Jairambhai Patel Institute of Business Management And Computer Applications- SJPI- NICM) Gandhinagar, Gujarat Post Graduate Center of Gujarat Technological University-MBA Nr. Indroda Circle, Gandhinagar-382007. Gujarat Dr. Narayan Baser, Associate Professor National Institute of Cooperative Management (Now known as Shri Jairambhai Patel Institute of Business Management And Computer Applications- SJPI- NICM) Gandhinagar, Gujarat Post Graduate Center of Gujarat Technological University-MBA Nr. Indroda Circle, Gandhinagar-382007. Gujarat Prof. Rashesh Patel, Assistant Professor National Institute of Cooperative Management (Now known as Shri Jairambhai Patel Institute of Business Management And Computer Applications- SJPI- NICM) Gandhinagar, Gujarat Post Graduate Center of Gujarat Technological University-MBA Nr. Indroda Circle, Gandhinagar-382007. Gujarat ABSTRACT Research objective This study attempts to measure Customer Awareness and Perception (Actual Usage of Services M-Banking against banking overall) towards M-Banking Services among private and public bank customers. Design/Methodology/approach A survey has been used to collect primary data and 196 questionnaires (respondents) were used in final analysis. Questionnaire items were developed through a two stage process involving a review of the measurement scale employed in previous studies and secondly focus group interviews were conducted to identify the M-banking attributes for assessing customer’s awareness and perception. A Journal of Radix International Educational and Research Consortium RIJBFA RADIX INTERNATIONAL JOURNAL OF BANKING, FINANCE AND ACCOUNTING
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Journal of Radix International Educational and Research Consortium
1 | P a g e www.rierc.org
M-BANKING SERVICES: AWARENESS AND PERCEPTION STUDY OF SELECTED CITIES OF GUJARAT
Dr. Mamta Brahmbhatt, Associate Professor
National Institute of Cooperative Management (Now known as Shri Jairambhai Patel Institute of Business Management
And Computer Applications- SJPI- NICM) Gandhinagar, Gujarat Post Graduate Center of Gujarat Technological University-MBA
Nr. Indroda Circle, Gandhinagar-382007. Gujarat
Dr. Narayan Baser, Associate Professor National Institute of Cooperative Management
(Now known as Shri Jairambhai Patel Institute of Business Management And Computer Applications- SJPI- NICM) Gandhinagar, Gujarat Post Graduate Center of Gujarat Technological University-MBA
Nr. Indroda Circle, Gandhinagar-382007. Gujarat
Prof. Rashesh Patel, Assistant Professor National Institute of Cooperative Management
(Now known as Shri Jairambhai Patel Institute of Business Management And Computer Applications- SJPI- NICM) Gandhinagar, Gujarat Post Graduate Center of Gujarat Technological University-MBA
Nr. Indroda Circle, Gandhinagar-382007. Gujarat
ABSTRACT
Research objective
This study attempts to measure Customer Awareness and Perception (Actual Usage of Services M-Banking
against banking overall) towards M-Banking Services among private and public bank customers.
Design/Methodology/approach
A survey has been used to collect primary data and 196 questionnaires (respondents) were used in final
analysis. Questionnaire items were developed through a two stage process involving a review of the
measurement scale employed in previous studies and secondly focus group interviews were conducted to
identify the M-banking attributes for assessing customer’s awareness and perception.
A Journal of Radix International Educational and
Research Consortium
RIJBFA
RADIX INTERNATIONAL JOURNAL OF BANKING, FINANCE AND ACCOUNTING
Journal of Radix International Educational and Research Consortium
4 | P a g e www.rierc.org
ease of use from the technology acceptance model, economic factors and trust influence the rural
unbanked's intention to adopt and use mobile banking services. “Towards a model of adoption in mobile
banking by the unbanked: a qualitative study", Loay Salhieh, Jamal Abu-Doleh, Nada Hijazi 2(2011)
proposed and validated a framework that can be used for assessing the level of banks' readiness for
providing e-banking services in Jordan in his paper titled "The assessment of e-banking readiness in
Jordan".The researcher used three constructs to propose a framework that can assess e-banking readiness:
perceptions of bankers, perceptions of customers, and IT infrastructure in banks. However, there is
evidence in this paper to support that e-banking has achieved a degree of strategic and operational
importance among bank managers. Also, customers are positive about embracing new banking channels.
But it seems that technological aspects and IT employees' skills are paramount concerns.
Sylvie Laforet, Xiaoyan Li 3(2005) investigated the market status for online/mobile banking in China in his
paper titled "Consumers’ attitudes towards online and mobile banking in China". With the recent and
forecasted high growth of Chinese electronic banking, researcher showed potential to develop into a
world-scale internet economy and requires examination. The demographic, attitudinal and behavioural
characteristics of online and mobile bank users were examined. The results showed Chinese online and
mobile bank users were predominantly males, not necessarily young and highly educated, in contrast with
the electronic bank users in the West. The issue of security was found to be the most important factor that
motivated Chinese consumer adoption of online banking. Main barriers to online banking were the
perception of risks, computer and technological skills and Chinese traditional cash-carry banking culture.
The barriers to mobile banking adoption were lack of awareness and understanding of the benefits
provided by mobile banking.
Ulun Akturan, Nuray Tezcan 4(2012) investigated consumers' mobile banking adoption through an
integration of the technology acceptance model (TAM) with work on perceived benefits and perceived
risks. In his paper titled " Mobile banking adoption of the youth market: Perceptions and intentions". Data
were collected from 435 university students who were non-users but future prospects, and analyzed by
structural equation modelling (SEM). It was found from the survey results that perceived usefulness,
perceived social risk, perceived performance risk and perceived benefit directly affect attitudes towards
mobile banking, and that attitude is the major determinant of mobile banking adoption intention. In
addition, no direct relationship between perceived usefulness and intention to use, perceived ease of use
and attitude, financial risk, time risk, security/privacy risk and attitude was detected.
2 Loay Salhieh, Jamal Abu-Doleh, Nada Hijazi 2(2011) "The assessment of e-banking readiness in Jordan", International Journal of Islamic and Middle Eastern Finance and Management, Vol. 4 Iss: 4, pp.325 3 Sylvie Laforet, Xiaoyan Li
3(2005) "Consumers’ attitudes towards online and mobile banking in China", International Journal of
Bank Marketing, Vol. 23 Iss: 5, pp.362 - 380 4 Ulun Akturan, Nuray Tezcan (2012) “Mobile banking adoption of the youth market: Perceptions and intentions", Marketing